The Study On Factors Influencing Farmers’ Purchase Intention Of Agricultural Machiner

The 16th and 17th CCP National Congress pointed out the importance and urgency of coordinating urban and rural development, solving three agriculture problems and constructing modern agriculture. Since 2004, No.1 document from the national central government made the three agriculture problems as the most important work each year, which fully reflected the strength and determination of the party and the country to solve the three agriculture problems. The core problem to solve the three agriculture problems is to abandon the traditional agriculture’s low efficiency development model and realize modernization agriculture yield of high quality and high benefit.The mechanization of agriculture is an important content to realize the agricultural modernization. However, the Current family unit small-scale operation severely restricted agricultural mechanization process. The central government not only promulgated "The law of the people’s Republic of China on Promotion of Agricultural Mechanization" to protect the steady progress of agricultural mechanization,but also use financial subsidies to reduce agricultural machinery prices, and actively guide the agricultural mechanization social service organizations to resolve the contradiction between small farmers and large agricultural machinery. Farmers as agricultural machinery’s end-consumers, their purchase intention will ultimately decide whether the agricultural machinery enterprises and government can product and guide marketable agricultural machinery.This paper is based on farmers’ pespective, selecting the XinJiang, ShanXi, AnHui and JiangSu provinces for investigation, collected 597 copies of data of factors influencing farmers’ purchase intention. The sample descriptive and measurement model empirical analysis showed that the farmers’age, education experience,agricultural income, the degree of land fragmentation, the pre-sale and post-sale service level,and government policy of agricultural machinery significantly influence farmers on agricultural machinery purchase intention. There is a big difference among different regions.We also found that the agricultural income and the degree of land fragmentation have a stronger effect than the total household income and the total area of the home-grown.This article based on the China’s basic national conditions, put forward corresponding policy proposal:the government should increase farmers’ income level of agriculture while optimizing land scale of operation,increasing the intensity of subsidies, guiding and supporting the agricultural social services organization construction,and actively carry out the work of conversion employment of rural surplus labor force, steadily promote the development of agricultural mechanization development process,and ultimately achieve the goal of agricultural modernization.